What Singapore pet owners expect from products, services and brands

For many members of our Singapore panel, a pet is a child, a family member or a close companion. That emotional bond shapes purchasing decisions and raises expectations around safety, credibility and value. Our survey highlights where current routines are already established — and where owners still see room for improvement.

At a glance

• 29% of respondents currently live with at least one pet.
• 66% of owners see their pet as their child or a full family member.
• 46% of pet-care decision-makers recently purchased pet supplements.
• 87% of owners are open to non-invasive at-home product tests.

Dogs lead, but Singapore pet households are diverse

Among pet owners, 51% have a dog and 32% a cat. Other household pets include:

• fish: 11%;
• small mammals: 8%;
• birds: 8%;
• permitted reptiles or amphibians: 3%.

Some households own more than one species. Product research therefore needs to move beyond the broad label of “pet owner” and consider species, age, condition, household environment and the owner’s role in care decisions.

The relationship is emotional — and owners are involved

43% describe their pet as their child or “fur baby”, while 23% see the animal as a full member of the family. When close companions and important sources of emotional support are included, 84% describe a strongly emotional relationship.

Decision-making is equally hands-on:

• 50% are the main decision-maker for pet products and care;
• 37% share those decisions with someone else.

These owners are well placed to report on routines, acceptance, ease of use and changes they observe over time.

The pet-care basket extends well beyond food

Among main or shared decision-makers, recent purchases include:

• main food: 92%;
• treats or functional snacks: 72%;
• litter or cleaning products: 47%;
• pet supplements: 46%;
• grooming, skin or coat products: 44%;
• toys or accessories: 44%;
• dental-hygiene products: 34%.

Pet supplements are already nearly as common as cleaning products in this group. Prevention and wellbeing have become visible parts of everyday pet spending.

Monthly spending is meaningful but varied

Excluding exceptional veterinary emergencies, 55% of pet-care decision-makers report spending between SGD 50 and SGD 199 in a typical month. A further 26% spend SGD 200 or more, while 18% spend less than SGD 50.

This range creates room for differentiated propositions, but value remains central. Owners may be emotionally committed, yet they still compare price with evidence, convenience and expected benefit.

Local unmet needs combine trust, affordability and climate

The leading priorities are highly practical:

• affordable pet supplements with credible benefits: 52%;
• more transparent veterinary prices: 40%;
• better skin or allergy solutions for a hot and humid climate: 34%;
• simpler and more affordable pet insurance: 34%;
• affordable preventive-care packages: 29%;
• senior, mobility and longevity solutions: 29%;
• more pet-friendly transport, places or activities: 27%.

Open comments reinforce the importance of veterinary affordability, transport and reliable sitting or boarding. These are not abstract trends. They reflect the climatic and urban realities of caring for an animal in Singapore.

For product teams, local relevance can become a genuine point of differentiation. Skin and coat products, food, supplements and services should be evaluated under Singapore conditions rather than assumed to transfer unchanged from another market.

Owners are ready to take part in home-use research

41% of owners would definitely participate with their pet in a non-invasive at-home product test. Another 14% would probably take part and 33% might participate depending on the product.

In total, 87% are open to the idea, and 96% agree to be contacted by SYRES about such studies.

At-home research can explore product acceptance, owner confidence, ease of administration, fit with existing routines and perceived changes, all within the animal’s normal environment.

Turning pet-owner observations into useful evidence

Singapore pet owners are asking for more than novelty. They want credible benefits, manageable costs and solutions that fit local life.

SYRES Singapore can recruit qualified owners and conduct non-invasive home-use studies across food, treats, supplements, grooming, hygiene, accessories and pet services.

Planning a pet-care study in Singapore? Contact the SYRES Singapore team to build a protocol around the species, owner, product experience and benefits you need to understand.

Explore our companion article on supplement adoption, retention and consumer confidence in Singapore.

Methodology note: this survey was conducted among members of the SYRES Singapore panel. Purchase, spending and unmet-need percentages use main or shared pet-care decision-makers as their base. Multiple-response questions may total more than 100%. The findings describe participating panel members and are not presented as representative estimates for the whole Singapore population.